Understand that no one is immune
Ninety-five percent of CM respondents expect to experience a crisis. Their top predictions are competitive or marketplace disruption, cybercrime and operational failures.
Identify the most likely crises for your organization. Prepare and train your workforce on those scenarios to build muscle memory, so that you are primed regardless of the nature of the crisis. Use your corporate values as your north star to increase your team’s confidence in executing. Build a response plan that is authentic to your brand. Remember that transparency and authenticity key tenets of brand trust.
Have a plan—and take it off the shelf
- 27% of CM execs do not have a crisis response plan. Do you?
Of those that have plans, only 11% used them during a real-life crisis. Make yours crisis agnostic.
- 43% felt overwhelmed by a recent crisis. Increase confidence by aligning effective crisis response to your values.
Just 9% review and test crisis plans regularly. Don’t make the same mistake.
Focus on the team
- 1/3 of CM companies have no executive owner for crisis
- 21% have an owner in name only
- 13% have crisis teams with defined roles and responsibilities
Your customers are watching and may base their buying and trust decisions on how you react in crisis. Have an executive crisis owner with significant experience and authority to direct your response.
Get insight from the settling dust
Performing a root-cause analysis is key to understanding what works and what doesn’t in crisis. These lookbacks can be done after real crises, simulations or training exercises. Alarmingly, more than half of CM companies say they do not conduct any crisis simulations or exercises. Only 5% have a defined training schedule and incorporate lessons into processes. This is a significant area for improvement. Learning can make you stronger even when it’s business as usual, and can help your customers feel confident that you are responsible and reliable.
Learn from those that have been there
- Allocate budget to crisis management—before it hits.
- Have a plan—and test it.
- Adopt a fact-based approach—and don’t neglect key stakeholders.
- Perform a root-cause analysis—and follow up.
- Act as a team—and hold to team values.